I got to see how media operations work on one of the biggest stages in the world. Here are four things I learned.

In June some of the biggest names in track and field came to the University of Oregon in Eugene to compete in the 2024 U.S. Olympic Trials. During my three-month internship with TrackTown U.S.A., I met top-tier athletes like Sha’Carri Richardson and Sydney McLaughlin-Levrone as they competed for a chance to represent the United States at the Paris Olympics. I got a behind-the-scenes look at how media operations work in a prestigious organization. And I witnessed firsthand what goes into putting on a world-class sporting event.

My internship started in April, covering the 2024 Eugene Marathon with two event recaps. I went on to cover other big events, such as the NCAA Championships, OSAA State Championships and the Prefontaine Classic at Hayward Field, and I concluded my reporting for the U.S.A. Track and Field Olympic Trials.

Those events showed me what media operations look like in the sports business industry through one of the most popular Olympic sports.

What is media operations?

Media operations involves the production and dissemination of news, information and entertainment through media such as newspapers, radio, television and online platforms.

This is the perfect gig for those interested in a fast-paced career that marries public relations (PR) and journalism because it involves communicating to the public while reporting on events. You have to be ready to focus on multiple things at once and be prepared to switch gears quickly to make sure the event is running smoothly.

Here are four takeaways I learned during my internship.

1. Each role in the media relations network is vital.

Hundreds of volunteers are needed to ensure these events go off without a hitch. Each volunteer’s role is important, whether their duty is to get athletes where they need to be, smooth out the flow from the media tent to the podium or ensure that food is available for the press section. There are people answering questions about Wi-Fi and others making sure journalists and photographers have what they need. There are dozens of tasks like these that can be disastrous if someone drops the ball.

During a Nike PR event, over 20 people worked on these smaller details to help make the event run smoothly. Each person had a specific job that contributed to the event's overall success. I helped set up the main event where they brought athletic influencers and media editors to Hayward Field to run around the track. I also was there to supervise the event and lead the influencers and editors to where they needed to go after they ran.

I always hear about the importance of numbers, and through media operations, I saw first-hand the importance of having a robust crew of staff and volunteers to make things run.

2. It’s essential to make a good impression.

The world of sports journalism and sports media operations is small. The same journalists from the Prefontaine Classic also cover the NCAA Championships and the U.S. Olympic Trials. Because of that, it is essential to make a good, lasting first impression.

During the Prefontaine Classic, I ran into USA Today photographer Kirby Lee, who was trying to get his credentials. We chatted for a bit about the industry, future careers and the difficulty of starting out. I continued seeing Lee for the rest of my internship along with other photographers and journalists.

Being helpful, efficient and competent will help you make connections that could land you your dream job. Everyone always told me during the internship to put yourself out there and introduce yourself, and once you meet these people, you will see them again. During my internship, I continued seeing the same people, and as I work in the UO Athletics department as a broadcast intern, I see the same people in that industry.

3. You have to be flexible.

During the first few days of the trials, Snoop Dogg worked with TrackTown U.S.A. for a series of photos and video partnerships with Noah Lyles, the 100-meter and 200-meter Olympian. When this collaboration was unexpectedly announced, the media relations team quickly pivoted from other projects to get the photos and videos up on social media. Other important projects got pushed to the side or were reassigned to meet deadlines.

When Sha’carri Richardson, Melissa Jefferson and Twanisha Terry earned spots on the podium in the women’s 100-meter race, meet organizers quickly decided to turn their post-meet media session into a press conference to make sure that all the journalists’ questions were answered.

In both of these cases, I saw how quickly the media relations team moves to make sure everyone’s needs are met. Things can happen very quickly in the sports industry, so it’s important to have a plan but be ready to change it at a moment’s notice.

4. Making yourself seen as a sports journalist.

During one of my first days working the trials, I ran into SOJC Professor of Practice Lori Shontz who was covering the Olympic Trials for DyeStat. Shontz gave me good advice about the importance of making myself seen as a journalist, especially in the press room. During big events like this, more than 150 journalists come from all over the United States to cover the biggest stars, and it can be easy to slip into the shadows. It’s vital to hold your ground and move to the front row to get the shot or ask your question.

I saw multiple times when big-named athletes came into the press room and all the television reporters, writers and photographers ran to the athlete to ask questions. It can be intimidating to push yourself to the front and ask questions, but do it anyway. Chances are, the athletes won’t know if you’re a veteran or a newbie. They respond to who is directly in front of them and the person who speaks the loudest.

It can be scary to put yourself out there, especially in such a fast-moving environment. But when I did push myself out there, I was glad I did. I got better quotes for my stories and honed my skills to grow my future career.

Looking back, I’m grateful for the opportunity to see first-hand how media operations work for a world-class 10-day event. I’m excited to take the skills I learned from my internship into other opportunities that lie ahead.

—Sophie Fowler

Sophie Fowler, class of ’26, is a third-year journalism major with a minor in multimedia. She is a member of the Clark Honors College and an intern with GoDucks Media and the SOJC Communications Office, and she has done work with TrackTown USA. You can connect with her on LinkedIn.